Case Studies-Gamification

PNC Punch the Pig – A simple but no less significant example of gamification from PNC Bank. When someone is banking online, they just “punch” the piggy bank whenever it pops up and money — in an amount of the user’s choosing — will transfer from their Spend account to their Growth account. (For smartphone users, the “punch” is actually a “shake”.) Users decide how often the pig pops up, or for more spontaneous types, PNC will surprise users by throwing it out there at random moments.
Prized-Linked Savings – savings lotteries with raffle-style “Save to Win” promotions where people can win cash prizes in exchange for their deposits.
Foursquare Check-Ins – some financial institutions like DBS Bank in Asia and Dupaco Credit Union in the U.S. have experimented with GPS-based social media platforms such as Foursquare. Both rewarded people for making frequent branch visits by tracking check-ins.
BankFusion – Misys is experimenting with incorporating a financial education game into the core DP system it sells to retail financial institutions.
BBVA Game – a Facebook app allowing customers to earn points

by using BBVA’s transactional banking site. Those points can be

redeemed for products and services (direct-download music and

streaming of online movies) or applied to sweepstakes. BBVA

Game had attracted over 37,000 players vying for 28 prizes

(iPad, Samsung Galaxy, concert tickets, etc.).

CIMB YOUth – another Facebook-based app, this one for CIMB, a Malaysian bank. It involves a rather complex scheme of credits called “FUNds” issued for getting accounts and promoting the bank. You can read more about CIMB YOUth detail over at Visible Banking. – Players perform financial activities that win them credits that can be used to play for big money prizes. To earn those credits, players can pay a credit card bill, deposit money into their savings account, watch a sponsored video about personal finance, etc.

Commonwealth Bank in Australia

•Their apps are named Coinland  and Investorville . While Coinland is aiming to raise financial literacy of children, Investorville is aimed at adults. This online simulator let players try their hand at property investing without risking your their equity. By choosing an investor-profile (first time investor, more experienced), players learn about investment strategies, rental returns, and interest rates. Working with the company RP Data that maintains residential property information, the bank took a snapshot of every suburb in the Australian housing market and worked with economists to create financial models of the market.
•The site had 56,600 visitors, 13,660 registrants and 34 home loan applications in the first six weeks .According to a report from Investor Daily in September 2012, the project costs for Investor Ville were around 400,000 Australian Dollars and the game generated about 600 loans.


Smartypig allows you set savings goals and schedule contributions from your checking or savings account. The website also allows you to have friends and family see not only your progress, but also contribute to your savings goals. Once you reached your goal, you can withdraw the money on gift cards like the ones from Macy’s, iTunes or Amazon-card. If you do this, Smartypig adds what they call a cash boost, which mean a certain percentage of an additional amount (all Smartypig savings accounts are held by West Bank and insured by the FDIC.)

Bobber Interactive

•The GoalCard is a Facebook-app that helps set savings goals, gives cash rewards for saving, and lets users share their progress with their social network. By connecting it to a debit account, purchases with the debit card are monitored by the GoalCard and provide “PowerUps“ – cash rewards – depending on the product category.
The application is aimed at Generation Y users, who want to learn financial skills in a playful way through the usage of game language.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s